Imagine a customer like McDonald’s, so famous around the world that you don’t even need to display the logo or brand name in ads.
TBWA Paris, who have worked with McDonald’s in France since 1985, harnessed the power of the fast-food brand’s menu in its latest outdoor ad for a Big Mac, fries, and a giant bite cheeseburger missing at the edges.
The images, which are immediately recognizable as McDonald’s products and yet have no branding (apart from the distinctive red McDonald’s packaging on the French fries billboard), are a continuation of the global campaign strategy of the “no logo” brand, which was first launched in 2013 with a The series of products started with product-free close-ups of products, followed by a campaign in which the most popular menu items were converted into digital symbols without any branding.
In February, the creative idea returned again with a series of minimalist outdoor advertisements by Leo Burnett that only listed the ingredients of popular McDonald’s items – but without product images, logos or packaging.
TBWA Paris said its latest campaign was designed to demonstrate the “irresistibility” of McDonald’s core products.
The billboards were provided with clever bite marks, which prove that outdoor advertising does not have to be restricted by the usual static format.
Agency: TBWA Paris
Advertisers: Xavier Royaux, Anne Lainé, Clémence Arnaud and Clémentine Teissedre Dalou
Agency managers: Marc Fraissinet, Margaux Wanin, Laura Poirier
Executive Creative Directors: Benjamin Marchal and Faustin Claverie
Art Directors: Valentine Foulonneau and Paul Reyrolle
Production: TBWA Else
Managing director: Maxime Boiron
Production manager: Teva François
Chief Op: Noémie Gillot
Producer: Michael Benzakoun
Television producer: Kenza Cheriti
Art buyers: Carine Gallufo and Fériel Simon
Designer: Eddy Penot
Photographer / Director: Aurélien Chavaud @FMA le office
Photographer’s agent: Crop Pariente @FMA in the office
1st photographer assistant: Grégoire Brigand
Lighting assistant: Clément Brandely
Digital operation: Hugo Lubin
Editing: The Abc